The company is planning to open boutique hotels in several US markets, including Detroit, Minneapolis, Savannah, Charlotte, and Indianapolis

In an attempt to continue its growth without opening new stores, contemporary furniture retailer west elm has announced plans to open five hotels under an auxiliary business called West Elm Hotels.

The mid-sized hotels (100 to 250 rooms) will have price points from $175 to $400+ and seek to occupy a market position of high-end boutique hotels priced as a mid-market player. Initial locations will include Detroit, Minneapolis, Savannah, Charlotte, and Indianapolis, all selected for a shortage of boutique players in those markets. The hotels may be named individually to complement their locations.

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